You pour your heart and soul into your radio station. You obsess over every detail; the clock, categorizing every song, the tempo of the station, the jocks, imaging, sweepers, news, traffic, weather, promotions...and then, you turn your station over to a client who knows nothing about radio for the next :60 seconds! Unless you and your Sales Staff have obsessed over this spot as much as you have the rest of your station, you're sunk!
"I want to voice the spot myself", "I'd like my kids in the commercial", "I want this music bed", "Here, I wrote the copy myself". What, are you kidding?! And yet, we let these Bozo's put this junk on our station because they're paying us. "We need to hit this month's goal". "My Sales Guy lives on commission and he's got a kid in college". The Pirates have taken over the ship and we're all sinking!
The average listener makes up their mind to change stations in about two seconds. Two Seconds and we're giving them sixty! No matter how much your listener loves you, they're leaving as soon as the local heating guy comes on with his parrot and they might not come back.
It's time to grow a backbone and put a stop to this. Listeners don't hate commercials they hate bad commercials. Note how many people tune into the Super Bowl just for the commercials. If you're not delivering a Super Bowl quality spot don't air it! That rate today will not keep you in business tomorrow. Demand more and you're listeners will love you even more for it.
Sunday, July 24, 2011
Monday, July 18, 2011
The Power of a BHAG
Quick thought before I jump into my post; I watched a few minutes of the British Open this past weekend. The incessant buzzing of helicopter noise reminded me very much of the infamous Vuvuzela from last year's Men's World Cup in South Africa - both annoying!
Proverbs 29:18 tells us "without a vision, the people perish;". I have found this useful when casting a Big Hairy Audacious Goal (BHAG). This term was first coined by James Collins and Jerry Porras:
This year marks the 10th anniversary of 9/11. On the K-LOVE Radio network we decided on a BHAG to commemorate the date. "Imagine One Million people making a difference in someone's life in a single day". One million people all going out on the very same day and selflessly doing something for someone else. Taking a day that was meant for evil and turning it around to show love and kindness. I can't wait to see what happens!
Proverbs 29:18 tells us "without a vision, the people perish;". I have found this useful when casting a Big Hairy Audacious Goal (BHAG). This term was first coined by James Collins and Jerry Porras:
I find, at the appropriate time, a BHAG can unite an organization and help it accomplish the extraordinary. I don't use this bullet often but, when I do I make sure my BHAG meets certain criteria. Besides being compelling does the vision border on the impossible? Is it bigger than any individual (people want to be part of something greater than themselves) could accomplish on their own? Will the outcome produce something remarkable?A true BHAG is clear and compelling, serves as unifying focal point of effort, and acts as a clear catalyst for team spirit. It has a clear finish line, so the organization can know when it has achieved the goal; people like to shoot for finish lines.—Collins and Porras, 1996
This year marks the 10th anniversary of 9/11. On the K-LOVE Radio network we decided on a BHAG to commemorate the date. "Imagine One Million people making a difference in someone's life in a single day". One million people all going out on the very same day and selflessly doing something for someone else. Taking a day that was meant for evil and turning it around to show love and kindness. I can't wait to see what happens!
Monday, July 11, 2011
Are You Camera Worthy?
Anything worth watching is being recorded. For whatever reason, we can no longer enjoy an experience and "be in the moment"; life is now consumed through a viewfinder. This theorem was highlighted on my recent trip to New York City. Of course, you could expect to have everyone aiming their cameras at all the usual targets; Times Square, Empire State Building and Bruno Mars performing at Rockefeller Center. But, in our youtube society anything deemed slightly interesting is being recorded as well. Dancers at the train station, a man spray painted silver pretending to be a robot, kids beating on empty paint cans like drums and even those creepers dressed like Sesame Street characters. All these deemed worthy of society of consuming and sharing with others.
This brought me back to my early days of radio. It was 1989 and we had just moved to Seattle. I heard all the local radio stations would be out at the Evergreen State Fair performing their broadcast magic. I couldn't wait to be dazzled! I remember impatiently getting through traffic and finally being guided to my parking space. I was then herded through the cramped entrance and had to quickly weave through the Carnis and Agricultural displays. Finally, I had arrived...radio row! Somewhere Handel's Messiah was ringing out.
At this moment I slowed, wanting to savor each one. What new creative ideas would entice and delight my senses? I couldn't wait to find out. The first booth was fronted by a folding 6' table with a black table cloth. On it were black and white photos of the "talent" that was nowhere to be found and an Enter to Win box for a trip to Ocean Shores. In the rear of the booth sat two individuals. They could have been empolyees or interns or even homeless people. I'll never know because they never once engaged or even acknowledged me. They just chatted with eachother while shoveling scones into their gaping pie holes. Yikes, maybe it was the local AM station, surely the next one would be better. Unfortunately, this scene was played out over and over again. Nothing came anywhere close to my expectations and I went home bitterly disappointed in the industry I had glamorized. At that moment I vowed to be different.
Fast-forward to this week. I was on the phone speaking with a friend who works for a radio station in a market far, far away. He was telling me that he was getting ready to go to a Festival and be at his station's booth with absolutely nothing going on. Huh? Nothing going on. You mean I'm supposed to be enamored with you because you showed up and exposed me to your logo? Sorry, instead you'll quickly be forgotten. Worse yet, you'll disappoint current and potential new listeners.
Radio is entertainment! It's engagement and community and emotion. It's media. If you're going out to do an event this Summer take a look at your booth. Is there anything there that would cause me to stop, take my camera out and share what you've got going on? If not, don't do it! Start again and create an experience that's memorable. You and your listeners will never regret it.
This brought me back to my early days of radio. It was 1989 and we had just moved to Seattle. I heard all the local radio stations would be out at the Evergreen State Fair performing their broadcast magic. I couldn't wait to be dazzled! I remember impatiently getting through traffic and finally being guided to my parking space. I was then herded through the cramped entrance and had to quickly weave through the Carnis and Agricultural displays. Finally, I had arrived...radio row! Somewhere Handel's Messiah was ringing out.
At this moment I slowed, wanting to savor each one. What new creative ideas would entice and delight my senses? I couldn't wait to find out. The first booth was fronted by a folding 6' table with a black table cloth. On it were black and white photos of the "talent" that was nowhere to be found and an Enter to Win box for a trip to Ocean Shores. In the rear of the booth sat two individuals. They could have been empolyees or interns or even homeless people. I'll never know because they never once engaged or even acknowledged me. They just chatted with eachother while shoveling scones into their gaping pie holes. Yikes, maybe it was the local AM station, surely the next one would be better. Unfortunately, this scene was played out over and over again. Nothing came anywhere close to my expectations and I went home bitterly disappointed in the industry I had glamorized. At that moment I vowed to be different.
Fast-forward to this week. I was on the phone speaking with a friend who works for a radio station in a market far, far away. He was telling me that he was getting ready to go to a Festival and be at his station's booth with absolutely nothing going on. Huh? Nothing going on. You mean I'm supposed to be enamored with you because you showed up and exposed me to your logo? Sorry, instead you'll quickly be forgotten. Worse yet, you'll disappoint current and potential new listeners.
Radio is entertainment! It's engagement and community and emotion. It's media. If you're going out to do an event this Summer take a look at your booth. Is there anything there that would cause me to stop, take my camera out and share what you've got going on? If not, don't do it! Start again and create an experience that's memorable. You and your listeners will never regret it.
Monday, June 27, 2011
One Strike and You're Out
I just spent eight fabulous days in New York City. That's right, eight days in the most incredible city on the planet (I'll give Paris a close second). I got home two days ago but didn't awaken from my food coma until tonight. For me, it's the food that puts New York City over the top. World class cuisine delivered to your door in less than thirty minutes; now you're speaking my love language.
Why is the food so amazing in New York? Let's see, 35% of new businesses fail within the first 90 days, over 2/3 give up within the first year. In the city you don't get a second chance; you've got to wow people in their first visit or they will not come back.
Rewind to my first few days in the city. I was in Brooklyn working with Metro Ministries and on Saturday we did Sunday School. In one day they put on three full services, bussing kids in and out of the facility. In less than seven hours we had ministered to over 4500 kids. They staff at Metro doesn't hold anything back, there's no guarantee that they'll see all this kids again next week.
What does Metro Ministries and the city's great restaurants have in common? Both understand the impact of the first impression. They also "get" that this moment may be all you have with any given customer. Very important lessons that can be applied to almost any industry. Many of us "show up" to work. We do our "job" but not much more. We forget how many people would love to be sitting in our seat. We forget that we may never see many of today's customers again, ever.
I'm committing to giving my all each and every day. To making every customer interaction memorable and adding a sense of urgency to what I do. After all, I may never see you again.
Why is the food so amazing in New York? Let's see, 35% of new businesses fail within the first 90 days, over 2/3 give up within the first year. In the city you don't get a second chance; you've got to wow people in their first visit or they will not come back.
Rewind to my first few days in the city. I was in Brooklyn working with Metro Ministries and on Saturday we did Sunday School. In one day they put on three full services, bussing kids in and out of the facility. In less than seven hours we had ministered to over 4500 kids. They staff at Metro doesn't hold anything back, there's no guarantee that they'll see all this kids again next week.
What does Metro Ministries and the city's great restaurants have in common? Both understand the impact of the first impression. They also "get" that this moment may be all you have with any given customer. Very important lessons that can be applied to almost any industry. Many of us "show up" to work. We do our "job" but not much more. We forget how many people would love to be sitting in our seat. We forget that we may never see many of today's customers again, ever.
I'm committing to giving my all each and every day. To making every customer interaction memorable and adding a sense of urgency to what I do. After all, I may never see you again.
Wednesday, June 15, 2011
Opportunity Abounds
I LOVE when things go wrong. Don't get me wrong, I plan meticulously and try to eliminate any chance of error but, somtimes things happen beyond your control. Now, I know this sounds sacreligeous but this is when opportunity abounds. Icy roads, miscalculated crowd flow, merchandise that didn't show...these are all opportunities to point fingers or shine. Choose wisely my friend.
Losers point fingers. That's right, I said, "losers point fingers". When things go awry bad leaders quickly throw subordinates under the bus. I hate that. If things don't work out, take responsiblity and lead the way to success. Protect your people and devise solutions that will surprise and delight your customers. It's not that hard, all it takes is guts.
True leaders protect their people. True leaders take the bullet. True leaders lead by leading. It's time to stop pointing fingers and making excuses and lead by example. In the end, no one matters more than your customer. Despite the circumstances devise a winning game plan. NEVER let your customer know what went wrong, just let them enjoy interacting with you in an amazing and memorable way.
Losers point fingers. That's right, I said, "losers point fingers". When things go awry bad leaders quickly throw subordinates under the bus. I hate that. If things don't work out, take responsiblity and lead the way to success. Protect your people and devise solutions that will surprise and delight your customers. It's not that hard, all it takes is guts.
True leaders protect their people. True leaders take the bullet. True leaders lead by leading. It's time to stop pointing fingers and making excuses and lead by example. In the end, no one matters more than your customer. Despite the circumstances devise a winning game plan. NEVER let your customer know what went wrong, just let them enjoy interacting with you in an amazing and memorable way.
Wednesday, June 8, 2011
You had me at, "maybe"
You ever get in one of those conversations that go nowhere? "What do you want to do?" "I don't know, what do you want to do?" In business it goes like this, "Now that I've completed my dynamic and incredibly original presentation are you ready to buy?" "Maybe". Suddenly, you're no better off than you were at the beginning. Maybe worse.
The same can be true in your day to day business negotiations. You want to make a personal connection so instead of emailing you call your contact on the phone. "Hi this is Stan, sorry I'm not available, please leave a message..." "Hi Stan, this is Mike calling to talk to you about that $2M annual contract. Please give me a call when you can". Suddenly, you're nowhere.
Instead of engaging in this meaningless practice, why not make subtle changes to keep you on the path to success? "Hi Stan, this is Mike calling to follow up on the presentation for your network campaign. I'm sorry I missed you but I'm emailing your schedule for the next 12 months. Please review it, make any necessary changes, sign it and email it back to me by tomorrow at 5pm. This way your schedule can start by Monday. Thank you." Sounds simple I know but, it's amazingly effective. Know when to be assertive and how to help others to make good decisions.
The same can be true in your day to day business negotiations. You want to make a personal connection so instead of emailing you call your contact on the phone. "Hi this is Stan, sorry I'm not available, please leave a message..." "Hi Stan, this is Mike calling to talk to you about that $2M annual contract. Please give me a call when you can". Suddenly, you're nowhere.
Instead of engaging in this meaningless practice, why not make subtle changes to keep you on the path to success? "Hi Stan, this is Mike calling to follow up on the presentation for your network campaign. I'm sorry I missed you but I'm emailing your schedule for the next 12 months. Please review it, make any necessary changes, sign it and email it back to me by tomorrow at 5pm. This way your schedule can start by Monday. Thank you." Sounds simple I know but, it's amazingly effective. Know when to be assertive and how to help others to make good decisions.
Wednesday, June 1, 2011
A Hit and a Miss
One of the most exciting plays in baseball is a triple. If someone gets a triple you can't leave them stranded, you've got to find a way to score; base hit, sacrifice fly, even a ground ball to the right side will usually do it. No way you leave them out there.
Recently, I was in Peet's Coffee and they had a sheet to sign up for their email list. Great, one more email to deal with. But, the sign did promise exclusive offers and deals and who am I to say, "no"; coffee is expensive!
A couple of weeks later I received my first correspondence. A coupon for a free drink of my choice with no strings attached! Wow, Peet's had figured out a way to surprise and delight me and suddenly I was standing at third base and all I had to do is pick up my drink.
I stopped by Peet's a couple days later on my way to work. It was about 8am, peak time of the morning. I walked in and the line almost reached the door, that was unusual. It didn't take long to realize they were experiencing some kind of software problem. The cash registers were down and the staff was having a difficult time ringing up orders. You could tell the people behind the register were becoming more and more frustrated. The grumbling was loud and it began making the customers feel uncomfortable.
Quick, do something to surprise and delight me! I came in here standing at third, all you had to do is deliver a simple beverage and I'd score the winning run. Instead you went to the back office for a pad of paper and tried to manually ring people up. Those of us in line almost felt like apologizing for ordering a latte. Why not do something unconventional? "Sorry folks, we're having some problems with our computer. We apologize for any inconvenience but, today the coffee is on us!"
The employees of Peet's could have been hero's and we all could of been winners. Instead I was left stranded at third.
Recently, I was in Peet's Coffee and they had a sheet to sign up for their email list. Great, one more email to deal with. But, the sign did promise exclusive offers and deals and who am I to say, "no"; coffee is expensive!
A couple of weeks later I received my first correspondence. A coupon for a free drink of my choice with no strings attached! Wow, Peet's had figured out a way to surprise and delight me and suddenly I was standing at third base and all I had to do is pick up my drink.
I stopped by Peet's a couple days later on my way to work. It was about 8am, peak time of the morning. I walked in and the line almost reached the door, that was unusual. It didn't take long to realize they were experiencing some kind of software problem. The cash registers were down and the staff was having a difficult time ringing up orders. You could tell the people behind the register were becoming more and more frustrated. The grumbling was loud and it began making the customers feel uncomfortable.
Quick, do something to surprise and delight me! I came in here standing at third, all you had to do is deliver a simple beverage and I'd score the winning run. Instead you went to the back office for a pad of paper and tried to manually ring people up. Those of us in line almost felt like apologizing for ordering a latte. Why not do something unconventional? "Sorry folks, we're having some problems with our computer. We apologize for any inconvenience but, today the coffee is on us!"
The employees of Peet's could have been hero's and we all could of been winners. Instead I was left stranded at third.
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